Stuff That Only Pisses Off a Typographer
I’m really looking forward to the new Clive Owen/Paul Giamatti film Shoot ’Em Up. Yes, I know the movie requires a ludicrous suspension of disbelief, but it really hearkens back to the heady days of nonsensical ’80s R-rated action films. Rambo, Commando, and the like. The kind of films where you could really turn your brain off and enjoy the cartoonish action. A genre that 1988’s Die Hard much as I love it kind of ushered out the door.
The trailer kicks some serious ass. Makes it perfectly clear what you’re in for either that’s your thing or it’s not.
But the logo drives me absolutely nuts. Just evidence that we are living in an increasingly computer-reliant society, without any capacity for independent judgment.
Look closely. The logo reads: Shoot ‘Em Up.
Notice anything odd?
The apostrophe there to indicate the omission of the “th” from the word “them” is backwards. Put simply, they’ve used an opening single quotation mark instead of an apostrophe.
Why? Because word processors automatically assume that a single quote preceding text must be an opening quotation mark. The typed apostrophe (there being just a single key on a standard keyboard for it) is automatically converted. Despite the fact that it’s the wrong character. And whoever laid out that type is too lazy or too ignorant to fix it.
A competent typographer would change it immediately. Hell, I manually change all of my quotation marks (single and double) and apostrophes to the correct characters even here, where I have to manually type in the character codes.
And no, the hypocrisy of my criticizing a minor typographical error in the context of a film of this genre is not lost on me. But I’m still irritated.